The House of Mouse in California is in the midst of a public relations conundrum.
Disneyland is now taking pictures of its guests—including children—in an effort to crack down on the illegal use of multi-day passes.
Disneyland claims that third party “scalpers” often buy the tickets, which cost $205 for three days, then rent them at elevated prices to park-goers on one-time visits. While both parties benefit from this setup, Disney, of course, is upset over the specter of lost profits.
So by taking pictures of multi-ticket holders as they enter the park and comparing those faces each time that same ticket is scanned, Disneyland aims to stop the abuse of its “park hopper” tickets by denying entry to anyone whose face doesn’t match that of the original ticket holder.
This strategy poses several PR concerns for the Disney, though. To many, the brand no longer represents a magical kingdom that brings joy and imagination to children but a capitalistic monolith that leverages its cultural influence to bring itself greater profits at the expense of cash-strapped families. And let’s face it: this crack down isn’t going to help the latter image.